E-commerce business in the Chinese Market - A Case Study of Tao Bao
Zhang, Qian (2012)
Zhang, Qian
Savonia-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201202071978
https://urn.fi/URN:NBN:fi:amk-201202071978
Tiivistelmä
Abstract
E-commerce in China has become a fast developing business in recent years. Many e-commerce companies have been set up to survive and benefit from the profitable business. Tao Bao, established in 2003, is the one of leading companies in e-commerce business. In the past few years, Tao Bao has become the favorite of the majority of customers in China and grown quickly.
The purpose of the study was to make a marketing analysis of Tao Bao and enable the company to get better growth. The research method was qualitative consisting interviews of representatives, sales people and customers of Tao Bao company.
The thesis started with an introduction and background of the study. In the theoretical part, overviews of marketing environment, SWOT and marketing mix in customer relationships were given. Based on the theory and data collected from the interviews, marketing analysis was described in detail.
Evaluation of the e-commerce situation in China and of Tao Bao was conducted. Recommendations and challenges for Tao Bao were also given. To sum up, e-commerce is a business of fierce competition and Tao Bao has to recognize the current marketing environment and its strengths, weaknesses, opportunities and threats. Only with a definite understanding of these, Tao Bao can survive in the competitive marketing setting.
E-commerce in China has become a fast developing business in recent years. Many e-commerce companies have been set up to survive and benefit from the profitable business. Tao Bao, established in 2003, is the one of leading companies in e-commerce business. In the past few years, Tao Bao has become the favorite of the majority of customers in China and grown quickly.
The purpose of the study was to make a marketing analysis of Tao Bao and enable the company to get better growth. The research method was qualitative consisting interviews of representatives, sales people and customers of Tao Bao company.
The thesis started with an introduction and background of the study. In the theoretical part, overviews of marketing environment, SWOT and marketing mix in customer relationships were given. Based on the theory and data collected from the interviews, marketing analysis was described in detail.
Evaluation of the e-commerce situation in China and of Tao Bao was conducted. Recommendations and challenges for Tao Bao were also given. To sum up, e-commerce is a business of fierce competition and Tao Bao has to recognize the current marketing environment and its strengths, weaknesses, opportunities and threats. Only with a definite understanding of these, Tao Bao can survive in the competitive marketing setting.